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The impacts of emotional advertising on consumer purchase decisions - An empirical study in Ho Chi Minh city
(International University - HCMC, 2018)
It is considered that products value is not the first factor to impact the consumer purchase decision, whereas the key determination of the decision making process is how the customers feel towards a brand and its products. ...
Factors affecting the clicking action on display ADS on social media of Ho Chi Minh internet users and customer behavioral intentions after the AD clicks
(International University - HCMC, 2018)
One of the most important and valuable research nowadays, alongside research studies on the flow of money or the trend of young entrepreneurs, research on market competition or real estate trends is the study on the ...
Customer attitude towards search engine advertising on e-commerce
(International University - HCMC, 2018)
Search advertising is a service supplied by Internet search engines in which the advertisers make the list of specific keywords and create a text ad to appear when the users search for those keywords. E-commerce business ...
The impact of micro-influencer endorsement on advertising effectiveness - The case of Maybelline drugstore cosmetic products and millennial consumers in VietNam
(International University - HCMC, 2018)
Celebrity endorsement is one of the most effective marketing methods that uses celebrities to represent for the brand. The main reason why this method is preferred is because celebrities have a huge influence on the public ...